Snowflake Fireside Chat with Acorn-i
19 Jan 2021
24 Feb 2021
Amazon Advertising revenue grew to $7.95bn in Q4 2020, a 64% increase and firmly cementing Amazon as the closest rival to Facebook and Google for share of marketing spend. A key attraction for marketers is the ability to attribute sales of paid media on Amazon to consumer purchases, using Amazon’s first party customer data. Amazon Attribution enables advertisers to measure off-Amazon media channels in driving on-Amazon sales for the first time.
Amazon state, ‘Amazon Attribution is a self-service advertising measurement solution. It provides advertisers visibility into sales impact analysis across non-Amazon media channels. These channels include search, social, display, video and email.’ In essence, Amazon will provide consideration and conversion metrics to measure when a consumer clicks on an advert off-Amazon that links the consumer to an Amazon page.
This is a smart move by Amazon, if brands can be convinced to drive yet more traffic and sales via their Amazon channel and potentially away from their own website. Currently, the vast majority of advertising-accredited sales on Amazon are driven by Amazon search (PPC). This represents a potential glass ceiling for Amazon, so helping advertisers improve off-Amazon performance while driving traffic and conversions on Amazon is a much bigger opportunity for Amazon itself.
The above metrics allow an advertiser to attribute both the conversions of the advertised product and that of the product range e.g. consumer clicked on ad for product A but eventually went on to purchase product B. Also, advertisers can measure consideration, via e.g. Detail Page Views, as well as sales conversions. Optimisations can then be made to campaign and creative but also identify mechanisms to improve consideration to purchase rates.
With Amazon Attribution, Amazon can provide a singular view of audiences at scale and across devices that is hard to find elsewhere:
Plus, report on shopper consideration cycle metrics to support new-to-brand and loyalty, not only in-market:
To use Amazon Attribution your creative asset will need to include the relevant click tracker, which will enable Amazon to measure the effectiveness of the campaign and the publisher. Below is a current guide as to approved publishers for Amazon Attribution:
Display – Other
Video – Other
Blogpost – Other
Email – Other
Acorn-i are an approved Amazon MWS (Marketplace Web Services) developer and have integrated our eCommerce platform, Ignite, to the Amazon Attribution API. If you are interested to know how we can help you leverage Amazon Attribution and provide near real-time reporting and insights on cross-channel marketing get in touch via firstname.lastname@example.org